2019 Partnership Activity

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PARTNERSHIP
ACTIVITY
FRINGE WORLD is a non-for-profit registered charity
with a Purpose to enrich and evolve the culture of
Western Australia.
FRINGE WORLD welcomes new partners every year
alongside many that have been with the Festival
since its inception. Their support is invaluable in
supporting Fringe to deliver value and benefit to the
Western Australian community.
FRINGE WORLD prides itself on delivering large
value to its partnerships and in working closely with
partners to bring their brands to life both during the
Festival and through associated campaigns.
The following pages highlight some of the most
interesting and engaging brand activations that
FRINGE WORLD presented at the 2019 Festival in
collaboration with its partners.
Matso's Broome Time. Photo by Cam Campbell.

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FRINGE LOTTO
To amplify their long-term support of FRINGE WORLD, Principal
Supporter Lotterywest teamed up with radio partner Nova 93.7
to produce the Fringe Lotto campaign, offering participants
the opportunity to spin the wheel and get their fringe cut by a
professional barber or a radio station host, and win $1,000.
Every time you play Lotterywest games, you
contribute to the things that make WA great, like the
2019 FRINGE WORLD Festival. So thanks for playing.
lotterywest.wa.gov.au
The campaign made at least one impression on more than
453,000 Nova listeners and generated in excess of 90,000 in
social media reach!
THE WOODSIDE
PLEASURE GARDEN
This year, FRINGE WORLD’s largest and
most popular outdoor hub returned newly
energised thanks to additional support from
Principal Partner, Woodside. The Woodside
Pleasure Garden saw more than 290,000
attendees at the huge variety of shows,
free entertainment, and more family friendly
offerings than ever before.
290,000
ATTENDEES
Photo by Hannah Sorrell.
51,000+
453,000
IMPRESSIONS ON
NOVA LISTENERS
Photo by Tenae Francis.
90,000
SOCIAL MEDIA
REACH
Photo by Michelle Ranson.
THE EDITH SPIEGELTENT
Play Responsibly
gamblinghelponline.org.au 1800 858 858
Cabaret Royalty Pageant, FRINGE WORLD FESTIVAL 2017.
Photo by Michelle Ranson
The Edith Spiegeltent appeared as part of our new
FRINGE WORLD hub at Yagan Square, thanks to our
partnership with Edith Cowan University. This year more
than 22,000 attendees enjoyed a show in the Edith!
22,000
ATTENDEES
FRINGEFEED.COM.AU
Launched in 2018 thanks to support
from Woodside, the Fringe news and
reviews platform FringeFeed was further
developed for the 2019 Festival to
facilitate more show sales.
28,000+
HELLO SUNSHINE
Engagement with the platform
skyrocketed, with website sessions
almost doubling to 51,000+ during the
campaign period.
1 in 4
OF THE SURVEYED
AUDIENCE PURCHASED
MORE TICKETS BECAUSE
OF FRINGEFEED.
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2018 2019
WEBSITE SESSIONS
Back in 2017, FRINGE WORLD and Gage Roads codeveloped
Hello Sunshine – a sweet yet smashable
cider that was debuted at the Festival and later
commercially released. Thanks to our partnership with
Gage Roads, part-proceeds from every cider sold goes
back to the Fringe Fund, helping artists shine. The
cider even won big at last year’s State Art and Cultural
Partnership Honors, with Gage Roads and FRINGE
WORLD taking out the Innovation and Entrepreneurship
Award in recognition of Hello Sunshine being a unique
way that FRINGE WORLD is able to support artists.
Photo by Tenae Francis.
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Photo by Wade Ranson.

FRINGE FRIDAYS &
FRINGE SUNDAYS
The City of Perth this year supported FRINGE
WORLD to present two free family programs
– City of Perth Fringe Fridays at the Twilight
Hawkers Market in Forrest Place, and City of
Perth Fringe Sundays at Yagan Square. Both
programs were a huge hit with more than
14,000 in attendance.
Photo by Tenae Francis.
MATSO'S BROOME TIME
In 2018, FRINGE WORLD’s beer and cider partner
Gage Roads Brewing Co. acquired the beloved
beer brand from Broome, Matso’s. To introduce
the brand to our audience, FRINGE WORLD
transformed the Urban Orchard into Matso’s
Broome Time – think pub rock silent disco,
roving camels and special Matso’s cocktails.
14,000
ATTENDEES
Photo by Sean Breadsell.
KLEENHEAT SIZZLE FACTOR
Proud WA brand Kleenheat came on board for their second year to present the
Kleenheat Sizzle Factor: a handy rating tool which helps audiences navigate
the program and figure out what to see. For the 2019 Festival, 68% of FRINGE
WORLD’s surveyed audience were aware of the Sizzle Factor, and of this group,
79% found it useful in helping select what to see. Thanks Kleenheat!
68%
OF FRINGE AUDIENCES
ARE AWARE
Less talk more energy
79%
FOUND IT USEFUL IN HELPING
SELECT WHAT TO SEE
ARTIST CENTRAL
Photo by Wade Ranson.
To celebrate their grand opening, Northbridge’s new
Hostel G teamed up with FRINGE WORLD to offer our
artists a place to call home this Festival. Artists made
use of more than 3,200 bed nights in free or discounted
rates accommodation at Hostel G, with 86% of surveyed
guests agreeing that their stay was of good value.
FRINGE WORLD also set up Artist Central – a place for
artists to meet, mingle and collect their materials – in
the Hostel G foyer during the Fringe.
BACKSEAT GIGS + UBER PEDDLE
For the first time in 2019, FRINGE WORLD teamed up with Uber to help spread the Fringe love
beyond our Festival sites and into the streets of Perth. Uber’s massively popular Backseat
Gigs campaign reached close to 8 million people on social media and achieved in excess of
740,000 engagements.
Uber and FRINGE WORLD also teamed up to help audiences travel quickly between sites with
Uber Peddle – a free rickshaw service running between The Woodside Pleasure Garden, FRINGE
Central at Perth Cultural Centre and Yagan Square. The activation transformed the streets of
Northbridge and extended the FRINGE WORLD and Uber brands beyond our hubs, as well as
providing a practical transport solution for more than 5,000 FRINGE WORLD attendees.
5,000
UBER PEDDLE
RIDERS
8 MILLION
REACHED ON
SOCIAL MEDIA
740,000
ENGAGEMENT
MADFISH WINE TASTINGS
In the second year of partnership, the MadFish
Wine Tastings returned to The Woodside Pleasure
Garden giving punters the opportunity to quench
their thirsts and sample some of the best wines
that Western Australia has to offer.
Photo by Johannes Reinhart.